What is the impact of political language upon public opinion towards European integration? Based upon media analysis, public opinion data and over 140 in-depth interviews with senior officials and campaigners, Ece Özlem Atikcan examines six EU referendum votes: in Spain, France, the Netherlands and Luxembourg on the European Constitution in 2005; and in Ireland on the Lisbon Treaty in 2008 and 2009. In all instances, polls show that the voting public favored the referendum proposals before the campaigns began, yet this initially positive public opinion melted away in three of these six cases. Why did this occur? Atikcan demonstrates that the key to the puzzle lies in political campaigns, where argument strategies can, at least temporarily, reverse public opinion enough to affect referendum outcomes. Providing a critical analysis of campaign strategy and EU communication policy, this book will be essential reading for academics, policymakers, politicians and future campaigners.

‘Failed national referendums on proposals to change EU treaties have been a major reason for declining European Union legitimacy and political crisis. Ece Özlem Atikcan proposes new ways to explain this. Using concepts from the social movement literature and excellent interview data, Atikcan elegantly refocuses our understanding not only of EU referendums, but also on the intimate workings of direct democracy.'

George Ross - Université de Montréal

'An empirically rich and theoretically insightful study of direct democracy in action. Atikcan provides valuable insights into both the national and European political context of the major referendums of the past decade in Europe.'

Lawrence LeDuc - University of Toronto

'Framing the European Union masterfully unites concepts from comparative politics, international relations, and sociology to reveal the central role of campaign dynamics in six crucial EU referendums. When 'no' campaigners used emotional appeals linking the EU vote with contentious issues such as immigration, they could overcome initially favorable public opinion and win the day. Destined to become a classic in EU studies.'

Juliet Johnson - McGill University